Hey Guys,

I have been given the pleasure of creating an identity for an alternative energy company. In short their value proposition is to provide cost effective ways to convert waste into useful energy, hopefully resulting in energy independence for the US. The communication needs are a real challenge due to the following objectives:

Key Words & Emotive Phrases
• Urgency ~ These technologies are needed, now.
• Savvy
• Progressive ~ They mentioned Apple as a brand and philosophy they admired. Non-traditional
• Recycle, renew ~ The underlying concept. However slightly different than the traditional recycling model.
• Heart ~ Passion for what they do and how they can help.
• Green
• Simple
• Clean

The Must Nots
• Must not be associated with the traditional Environmentalist crazies.
• Must not appear to be a “tree hugger” company.

So the challenge is to be professional enough to be taken seriously while leaving an element of environmental purity. I’m not so much asking for ideas on the mark (unless you feel like dropping an idea) although I would greatly appreciate any typefaces that would communicate or closely communicate the objectives at hand. You guys are the best so please let the links roll :)